Over the years, we have branded things from livestock, to jewellery, to art and even our fellow humans.

In fact, the word ‘brand’ originated from the time when we branded/burned our marque into things to signal ownership.

Once we moved beyond our own hamlet, branding began to signify a different type of belonging, namely: ‘you can trust this item as it has my marque (read brand) on it’.

Fast forward to today.

When you think about a modern day brand, like the-all-electric car, Tesla, what words immediately come to mind?

Innovative, luxurious, cutting edge, best in class, leader, reliable, novel, and on and on.

Most of us don’t own a Tesla yet or even know of the brand. But when you read these few points about the company’s story (founded in 2003 by engineers in Silicon Valley; 600+ employees; with 125+ stores and service locations worldwide; with more coming soon; on the road in 37 countries) then you get a sense that this is one revolutionary brand you’d like to be part of.

The Tesla brand is more than just a label.

There is a 'feeling' that is conjured up with its cars. While a label can be given or attached, the feeling that the brand conjures must be earned.

A great brand is not a marque that is burned into a product; it’s something we want to belong to.